A CMO coach works one-on-one with chief marketing officers and senior marketing leaders on the leadership side of the job. That includes setting strategy, working with the CEO and board, and connecting marketing’s contribution to revenue and company value. In…
Marketing strategy services are the professional work of deciding who a company should sell to, what that company stands for in the minds of those buyers, and how the revenue-generating functions are organized to reach them. The category covers market…
Typically a company will hire a strategic marketing consultant to produce a decision the company has not been able to make internally. In B2B, that decision usually falls into one of four areas: which segments to serve, which products and…
When private equity firms invest in a company, the first playbook is familiar: EBITDA improvements, cost takeouts, and sales productivity. Those are easy to measure, so they rise to the top of the agenda. Brand management doesn’t usually make that…
Private equity doesn’t invest in companies to tread water. Every quarter is measured against accelerated growth targets, tighter CAC payback windows, and a clear path to higher multiples. That pressure creates both risk and opportunity. The firms that win aren’t…
Data from SiriusDecisions’ 2018 Global CMO Study shows that 94 percent of B2B marketing leaders plan to change their marketing organization Of that 94 percent, 33 percent plan to rebalance resources to optimize performance Effective marketing organizational design requires robust processes, strong…
Driving Growth Through Demand Marketing in Healthcare B2B healthcare marketing and sales leaders are using proven best practices to drive demand generation and business growth Strong cross-functional alignment between marketing and sales is foundational to accelerate productive demand generation, nurturing…
Due to siloed behavior, process inefficiency and lack of consistent focus on buyer needs, B2B healthcare organizations waste significant funds on misaligned reputation, demand generation and sales enablement activities An integrated campaign framework provides the construct for aligning marketing campaign…
B2B healthcare organizations waste significant funds on content creation and management, letting up to 70 percent of content go unused Many healthcare organizations have no idea how much is spent on content creation and management, how many sources exist or…
Focusing on Key Accounts: An ABM Strategy for Healthcare As B2B healthcare organizations target complex provider, payer and pharma entities, more focus is being placed on account-based marketing (ABM) models ABM fosters improved alignment between sales and marketing and improves…